Tagged: User insights

Theory of Diffusion of Innovation


Within the rate of adoption, there is a point at which an innovation reaches critical mass.The categories of adopters are: innovators, early adopters, early majority, late majority, and laggards (Diffusion of Innovations by Everett Rogers, 1962, p. 150).

Source – Wikipedia

The 1-9-90 rule of online participation

“As many of you may already know, there is this thing called a 1-9-90 rule of online participation. In any given online community, about 1% of the participants produce most of the content, another 9% participate regularly by editing (e.g., on a wiki), commenting (on blogs and articles), occasionally producing new content (in forums, etc), and the remaining 90% are ‘lurkers’ who do not publicly participate but only read (though these days, many of them participate a little more publicly, if not creatively, by “Liking”, tweeting, and otherwise sharing the content in ways that are visible to others, but without adding any thoughts of their own).”

“Some of those 9% of readers, instead of commenting on the post (at least a brief “Nice post, thank you”) are now sharing the link elsewhere and perhaps discussing it elsewhere, without the author of the original article ever being able to see that discussion. […] most of the good, nice, constructive commenters may have gone silent and taken their discussions of your blog elsewhere, but the remaining few commenters are essentially trolls.”

Source – Commenting threads: good, bad, or not at all, Bora Zivkovic

Watching TV is now multi-tasking

TV no longer gets our full attention as it is mostly used simultaneously with other screens (smartphone, laptop, tablet).

I’m sometimes shopping, sometimes looking for recipes, sometimes typing them up, you know. Sending emails, reading, I could do anything on there. It’s not often that I just sit and watch TV and do just that.” – Lori

Mobile is key: Smartphones are the devices used the most throughout the day. They are also the most common starting point for activities that will take us to other screens. Think of that book that you checked on the go to see if they had it online, but that you ended up ordering from your laptop.

Source – The New Multi-screen World: Understanding Cross-platorm Consumer Behavior. August, 2012. Google

More on this

What TV viewers are doing on their tablets

How the second screen is shaping the future of television